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2 Methodology Survey fielded between August 16-28, 2013 among a nationally representative sample of American adults (N = 1,000) conducted via landline and cell phone. The margin of error for a sample of 1,000 is ±3.1%. The national poll was supplemented by a survey of business hiring decision-makers (N = 263) fielded online during July 10-15, The business elite sample included hiring decision-makers and hiring executives from a cross-section of companies, ranging from small companies to larger businesses with a global presence. -2-

3 Key Findings Americans continue to believe in the importance of higher education, but express concerns about the system s ability to prepare graduates for success in today s workforce. Despite the recent focus on STEM degrees, most Americans and particularly business leaders say it is more important for graduates to be well-rounded and possess broader capabilities such as problem solving and communication skills. Americans express declining confidence in online education, and they remain divided over the long-term benefits and impact of Massive Open Online Courses (MOOCs). Americans resolutely believe in the importance of experiential learning for long-term career success. Americans are divided on whether the greatest responsibility for preparing recent graduates for success lies with employers, colleges/universities or the graduates themselves. -3-

4 1 COLLEGE AND WORKFORCE PREPAREDNESS

5 Americans rank education level as the most important factor in determining a candidate s success in today s job market Please indicate how important you consider each of the following factors for a candidate s success in today s job market. Total Important Their level of education 70% Global economic forces 40% The economic status/class they were born into 23% Their nationality (US-born vs. non USborn) 19% Their race or ethnicity 14% -5-

6 Nearly 3-in-4 Americans believe a college degree is more important today than it was for their parents generation MORE IMPORTANT / LESS IMPORTANT Would you say that achieving a college degree is more or less important today than it was for your parents generation? % 75% 12% 11% 2013 Less than $100,000 $100,000 to $200,000 More than $200,000 Male Female 73% 80% 83% 71% 77% 15% 10% 5% 15% 9% Yearly Household Income -6-

7 Almost 7-in-10 believe a college degree will be even more important for the next generation When today s children are of college age, do you think having a college degree will be more or less important than it was for your generation? 68% 16% 15% More Important Less Important Equally Important % 14% 57% 19% 67% 15% 74% 11% 63% 22% 69% 16% -7-

8 Most say the U.S. higher education system is currently doing only a fair to poor job of preparing college graduates How would you rate the job the higher education system in this country is currently doing in terms of preparing recent college graduates for the workforce? 33% 41% 21% 5% Excellent Good Fair Poor -8-

9 Nearly half of all Americans say colleges are not in tune with today s job market and are not preparing graduates accordingly AGREE / DISAGREE NATIONAL Colleges are not in tune with today s job market and are not preparing graduates accordingly National 48% 33% % 30% % 24% -9-

10 2 EXPERIENCE AND SKILLS

11 Americans and business leaders agree it is more important for graduates to possess broader skills and capabilities Which of the following skill sets do you think are most important for recent college graduates to possess? NATIONAL BUSINESS NATIONAL NATIONAL LEADERS BUSINESS LEADERS 56% 60% 44% 40% BROADLY APPLICABLE SKILLS Softer skills like oral and written communications and problem solving SPECIFIC SKILLS Harder skills like applied training and industry-specific capabilities -11-

12 Being well-rounded with a range of abilities is seen as more important than having specific industry expertise Now, thinking about people on the job market today, which of the following comes closest to your view: Being well-rounded with a range of abilities is more important than having industry expertise because job-specific skills can be learned at work Having specific industry experience is more important than generalized abilities because applied skills are key to early success in a new position NATIONAL BUSINESS LEADERS NATIONAL BUSINESS LEADERS 65% 73% 35% 27% -12-

13 Americans and business leaders agree that the ability to think creatively is just as important as the ability to think critically AGREE / DISAGREE The ability to think creatively is just as important as the ability to think critically National Business Leaders 87% 84% 6% 4% -13-

14 To promote employment, Americans and business leaders favor communications and writing skills slightly more than STEM degrees To increase employment rates, there should be a greater push for college students to graduate with communications, writing and critical thinking skills STEM (science, technology, engineering, and mathematics) degrees National 73% Business Leaders 63% National 68% Business Leaders 55% 16% 7% 15% 12% AGREE / DISAGREE -14-

15 3 ONLINE EDUCATION

16 A declining proportion of Americans say an online program provides a similar quality of education as a traditional program As compared to traditional colleges or universities, an online program AGREE / DISAGREE NATIONAL Provides a similar quality of education National 41% % National (2012) 49% 42% Business Leaders 40% 32% 2013: Agree by Age % % % % % % -16-

17 Yet, just over half of all Americans continue to believe an online education will be equally recognized in 5-7 years As compared to traditional colleges or universities, an online program National AGREE / DISAGREE NATIONAL Will be just as recognized and accepted among employers in the near future (5-7 years) % 32% National (2012) 53% 39% Business Leaders 49% 20% 2013: Agree by Age % % % % % % -17-

18 Most believe MOOCs will transform education, but less than one-third believes they provide the same quality of education MOOCs will fundamentally transform the way students are educated in this country AGREE MOOCs provide the same quality of education as in-person classes DISAGREE 56% 53% 27% 27% -18-

19 Americans say MOOCs should count towards course credit, and that they provide flexibility, convenience and affordability Students should be able to apply certificates from MOOCs for course credit at accredited colleges and universities AGREE MOOCs will help students complete traditional college degrees by providing more flexibility, convenience and costeffective ways to take college courses DISAGREE 63% 74% 23% 12% -19-

20 4 PREPARING GRADUATES FOR THE WORKFORCE

21 Most Americans say integrating educational programs with professional work experience is key for preparing graduates Some colleges and universities are developing new ways to educate students and prepare them for the workforce. Please indicate how important each of the following are for U.S. colleges to focus on: TOTAL AGREE Integrating educating programs with practical experience, such as internships with employers 79 % Providing opportunities for working professionals to gain new skills to re-enter the workforce 79 % Using new technologies and interactive teaching methods to promote more student engagement in college courses 67 % Incorporating more online classes to provide greater flexibility and access for students Providing more opportunities for students to gain global experience from working or studying abroad 50 % 42 % -21-

22 Americans and business leaders strongly attest to the value of internships for long-term success in the workforce AGREE / DISAGREE Students with work experience from an internship or paid employment related to their field are generally more successful in their careers 89% National 74% Business Leaders 3% 6% -22-

23 5 SHARED RESPONSIBILITY

24 Americans see a shared responsibility when it comes to preparing recent graduates for success in the workplace Which of the following do you think has the greatest responsibility for training recent graduates for success in the workplace? 36% 35% 29% Colleges/ Universities Companies/ Employers Employees/ Graduates -24-

25 A growing majority of Americans feels the U.S. higher education system must change to remain competitive with other countries AGREE / DISAGREE NATIONAL The U.S. higher education system needs to change to retain a workforce that is competitive with other countries around the world National 87% 13% National (2012) Business Leaders 83% 83% 2% 11% -25-

26 NORTHEASTERN UNIVERSITY - INNOVATION IN HIGHER EDUCATION SURVEY TOPLINES National Phone Sample of American Adultss Ages 18+ (N=1,001) Online Oversample of American Adults Ages (N=250) (Margin of Error for National Sample of N = 1,000 is +/-3.1% in 95 out of 100 cases) National Sample Conducted October 13-18, 2012 via Landline and Cell Phone Oversample Conducted October 16-19, 2012 via Internet 18-30yrs Segment (below) from Online and Phone Samples (N=409) 1. Regarding children, which of the following applies to you? 28% 31% I have one or more children under age 18 44% * I have one or more adult children age 18 or over 14% 51% I have no children but plan to in the future 14% 16% I have no children and don t plan to have children in the future 1% 1% Don t know / refused 2. [ONLY ASKED IF HAVE CHILDREN, NATL N=704, N=130] How many children do you have? 97% 100% 1-6 2% * [ONLY ASKED IF HAVE CHILDREN AGE 18 OR OVER, NATL N=437] How many of your children attend or have attended a college or university? NATL 17% None 28% One 31% Two 14% Three 7% Four 3% Five or More 1% Don t know / refused 4. [ONLY ASKED IF HAVE CHILDREN UNDER AGE 18, NATL N=278, N=128] How likely do you think it is that your child / children will go to college in the future? 80% 72% Extremely likely 14% 23% Somewhat likely 2% 1% Not very likely 2% -- Not at all likely 2% 4% Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 1

29 11. In recent years, the number of people graduating from college has decreased and last year also showed a decline in the number enrolling in college. Do you think America can remain globally competitive if these trends continue into the future? 21% 32% Yes 75% 67% No 4% 1% Don t know / refused 12. Which of the following statements comes closest to your view: College graduates who enter the workforce today are 63% 62% More well-rounded and better prepared to meet challenges than non-college graduates 30% 37% No Equally trained and prepared to succeed in the workforce as non-college graduates 6% 1% Don t know / refused How important would you say a college education is for TOTAL TOTAL EXT/VERY NOT VERY/ EXTREMELY VERY SOMEWHAT NOT VERY NOT AT ALL DK / IMP AT ALL IMP IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT REF 13. Finding a good job NATL 75% 4% 35% 41% 19% 3% 2% 1% % 4% 43% 30% 24% 4% * Being able to keep a good job NATL 66% 8% 28% 38% 26% 5% 3% 1% % 11% 34% 32% 23% 8% 3% Getting promoted or advancing your career NATL 74% 5% 34% 40% 20% 3% 1% 1% % 5% 42% 33% 20% 4% 1% * 16. Having job mobility and success throughout life NATL 74% 4% 34% 41% 21% 2% 2% 1% % 6% 36% 34% 24% 4% 2% -- NOTE: Due to rounding, Totals may not necessarily equal sums. 4

30 How much you agree or disagree with each of the following statements? TOTAL TOTAL STRONGLY AGREE NEUTRAL DISAGREE STRONGLY DK / AGREE DISAGREE AGREE DISAGREE REF 17. A college education paves the way to move up the social and professional ladder NATL 86% 10% 32% 54% 4% 9% 2% * % 9% 32% 57% 2% 8% 2% College is important for personal development, like meeting new people from diverse backgrounds and branching out NATL 86% 11% 38% 48% 4% 9% 2% * % 12% 41% 46% 1% 10% 2% College provides important intellectual benefits, like critical thinking and new ways to analyze information NATL 88% 8% 38% 50% 3% 7% 1% 1% % 9% 40% 51% 1% 6% 3% An important part of college is the opportunity to study or work abroad and gain a global perspective NATL 74% 19% 23% 51% 6% 17% 2% 1% % 22% 28% 48% 1% 20% 2% 1% 21. College teaches financial skills for the working world and everyday life NATL 66% 27% 15% 50% 6% 23% 4% 1% % 28% 24% 45% 2% 21% 6% 1% 22. The American Dream has been described as the opportunity to go as far as your talents and hard work will take you and to live better than your parents. How important do you think a college education is for achieving the American Dream today? 30% 33% Extremely Important 40% 33% Very Important 24% 27% Somewhat Important 3% 5% Not Very Important 2% 2% Not At All Important 1% * Don t know / refused 70% 66% TOTAL EXT/VERY IMPORTANT 5% 6% TOTAL NOT VERY/AT ALL IMPORTANT 23. Would you say that achieving a college degree is more or less important today than it was for your parents generation 75% 66% More Important 11% 16% Less Important 13% 18% Equally Important 1% -- Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 5

31 24. And, would you say there are greater or fewer opportunities to achieve a college education today than there were for your parents generation 66% 64% Greater opportunities 20% 18% Fewer opportunities 11% 18% About the same amount of opportunities 3% * Don t know / refused 25. When today s children are of college age, do you think they will have greater or fewer opportunities to attend college than you did? 45% 44% Greater opportunities 32% 23% Fewer opportunities 20% 31% About the same amount of opportunities 4% 2% Don t know / refused Now, I'd like to read you from another list of statements. For each one, please tell me how much you agree or disagree with each of the following statements. TOTAL TOTAL STRONGLY AGREE DISAGREE STRONGLY DK / AGREE DISAGREE AGREE DISAGREE REF 26. The U.S. higher education system helps develop our future leaders NATL 86% 13% 26% 60% 11% 2% 1% % 10% 30% 61% 7% 2% The U.S. higher education system attracts the best and brightest from around the world NATL 77% 21% 19% 58% 18% 3% 2% % 17% 15% 66% 14% 4% 2% 28. Compared to other countries, America has one of the best education systems in the world NATL 61% 36% 16% 45% 28% 7% 3% % 41% 15% 39% 32% 9% 4% 29. How would you rate the job the higher education system in this country is currently doing in terms of providing value for the money spent by students and their families? 5% 8% Excellent 34% 34% Good 39% 41% Fair 21% 17% Poor 1% -- Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 6

32 39. [ONLY ASKED OF THOSE WHO ATTENDED COLLEGE, N=692, N=279] Regarding your personal experience - when thinking about the costs and benefits, was college a good investment for you? 83% 76% Yes 16% 24% No 1% * Don t know / refused 40. [ONLY ASKED OF THOSE WHO ATTENDED COLLEGE, N=692, N=279] Do you feel that the burden of college costs for you was 42% 34% Very worthwhile; the payback substantially outweighs the burden 37% 41% Reasonable; the costs and benefits are equivalent 19% 26% Excessive; the financial burden outweighs the benefits 2% -- Don t know / refused 41. Did you or any of your close friends or family members decide to postpone or not go to college because the costs were too high? 49% 64% Yes 49% 35% No 2% 1% Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 7

33 In your view - how big of an obstacle is each one of the following to obtaining a college degree? TOTAL TOTAL NOT VERY SOMEWHAT NOT VERY NOT AN DK / VERY/ VERY BIG BIG BIG BIG OBSTACLE REF SMWT BIG / NOT OBST 42. Paying for college, including the cost of tuition, living expenses and books NATL 86% 13% 60% 26% 6% 7% 1% % 11% 64% 25% 7% 4% Balancing college with family and work commitments NATL 72% 27% 36% 36% 13% 14% 1% % 21% 38% 41% 16% 6% * 44. Navigating the financial aid process, including figuring out the best loan options and how much you will owe NATL 74% 23% 40% 34% 11% 12% 3% % 17% 40% 43% 11% 6% * 45. Getting the right information about different types of schools and programs and finding the best fit for you NATL 57% 42% 25% 32% 17% 24% 1% % 34% 28% 38% 22% 12% Having enough time required to get a college degree NATL 62% 38% 25% 37% 16% 21% 1% % 27% 31% 42% 20% 7% -- Thinking about emerging economies, such as China, India and Brazil, and mature economies such as Japan and many nations in the European Union, how do you think the U.S. ranks in terms of quality for each of the following TOTAL TOTAL AHEAD AHEAD BEHIND BEHIND DK / AHEAD BEHIND OF ALL OF MOST MOST ALL REF 47. Colleges and research universities NATL 75% 20% 15% 60% 17% 3% 5% % 25% 18% 56% 22% 3% 2% 48. Government institutions ONLINE 65% 26% 13% 52% 22% 4% 9% % 28% 17% 52% 23% 5% 3% 49. Businesses and corporations ONLINE 67% 27% 12% 55% 25% 2% 6% % 27% 15% 56% 23% 4% 1% 50. Banks and financial institutions ONLINE 66% 25% 12% 53% 21% 4% 10% % 29% 15% 54% 25% 4% 2% NOTE: Due to rounding, Totals may not necessarily equal sums. 8

34 Please indicate the extent to which you agree or disagree with each of the following statements: TOTAL TOTAL STRONGLY AGREE NEUTRAL DISAGREE STRONGLY DK / AGREE DISAGREE AGREE DISAGREE REF 51. Our government needs to invest more in America s higher education system NATL 81% 16% 41% 39% 3% 11% 5% 1% % 11% 49% 38% 1% 9% 2% Cuts in funding to public universities and colleges have lowered our country s standing as a global leader in education NATL 66% 27% 23% 43% 5% 22% 5% 2% % 19% 34% 44% 2% 16% 3% 1% 53. The US higher education system needs to change to remain competitive with other countries around the world NATL 83% 11% 34% 49% 4% 10% 1% 2% % 9% 43% 47% 1% 9% 1% To recruit the best talent, American colleges and universities should give financial aid to deserving international students NATL 49% 42% 14% 34% 8% 30% 12% 1% % 31% 23% 44% 2% 24% 7% 1% 55. To remain globally competitive, our government should grant visas to international students that graduate college in the US so they can remain in the country and work here NATL 64% 27% 22% 43% 7% 18% 9% 2% % 22% 28% 46% 3% 15% 6% 1% 56. Which, if any, of the following applies to you? I have taken 31% 26% A course through my employer to develop a specialization or expertise 30% 38% A course on my own to develop my technical or applied skills 20% 32% A course to develop my own, non-work related interests 11% 23% A free online course 15% 34% An online course that I paid for 29% 10% Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 9

37 ONLINE-ONLY QUESTIONS O1. Who do you think would step into the workforce and do a better job someone with a college degree but no full-time work experience or someone with no college degree but some work experience? % College degree but no full-time work experience 55% No college degree but some work experience O2. [ONLY ASKED OF THOSE WHO HAVE CHILDREN, N=184] Would you have opted to spend 1 to 2 years working in public service if, in return, you received a reduction in the cost of your college tuition? % Yes 28% No Some colleges offer hybrid programs that provide a mix of online and in-person instruction. Do you think hybrid programs involving both online and in-person instruction TOTAL TOTAL STRONGLY AGREE NEUTRAL DISAGREE STRONGLY AGREE DISAGREE AGREE DISAGREE O3. Provide more benefits to students than online courses alone % 4% 42% 42% 12% 4% -- O4. Are a good way to provide more flexibility and choice for students % 1% 41% 43% 15% 1% -- O5. Provide greater access to college for more students % 5% 36% 47% 12% 3% 1% O6. Are a good option for working people interested in going back to school % 2% 43% 44% 11% 1% 1% O7. Some colleges offer a no-frills program, which gives students access to classes, courses, and faculty at a reduced price. These no-frills programs do not include extras such as the ability to live in dorms and the use of college facilities like the gym. Do you think this type of no frills educational program would have been a good option for you? % Yes 27% No NOTE: Due to rounding, Totals may not necessarily equal sums. 12

38 O8. [ONLY ASKED OF HALF SAMPLE B, N=125] What are some ways that you think higher education in America can be improved? (CODED FROM VERBATIMS PERCENTAGES MAY ADD UP TO MORE THAN 100% DUE TO MULTIPLE MENTIONS BY INDIVIDUAL RESPONDENTS) % Lower cost 12% Better teachers 12% More funding / financial aid 5% Raise standards 3% Class size / ratio 3% Improve earlier education 3% Technology 2% Less testing 23% Other O9. [ONLY ASKED OF HALF SAMPLE A WHO SAY COLLEGE MORE / LESS IMPORTANT TODA T AN FOR PARENTS GENERATION, N=100] Why do you say that a college degree is (MORE / LESS) important today than in the past? (CODED FROM VERBATIMS PERCENTAGES MAY ADD UP TO MORE THAN 100% DUE TO MULTIPLE MENTIONS BY INDIVIDUAL RESPONDENTS) % MORE IMPORTANT 31% Degrees are more required 14% Job market / competition 10% Better / good paying jobs require a degree 6% Due to bad economy 4% Need a degree to land most basic job 4% Advanced technology 3% Harder to find a job 9% LESS IMPORTANT 5% More people have a degree / easier to get a degree 2% Degrees are no longer required 2% Employers no longer looking for degrees 20% Other NOTE: Due to rounding, Totals may not necessarily equal sums. 13

39 O10. [ONLY ASKED OF HALF SAMPLE B WHO SAY GREATER / FEWER OPPORTUNITIES TODA T AN DURING PARENTS GENERATION, N=100] Why do you say there are (greater / fewer) opportunities to achieve a college education today than in the past? (CODED FROM VERBATIMS PERCENTAGES MAY ADD UP TO MORE THAN 100% DUE TO MULTIPLE MENTIONS BY INDIVIDUAL RESPONDENTS) % GREATER OPPORTUNITIES 21% More schools / online schools 17% More student loans / assistance 10% More opportunities 5% More scholarships 1% Technology 17% FEWER OPPORTUNITIES 14% Cost too much 4% The economy 7% MISCELLANEOUS 5% It's needed / required to get a job 2% Competition 22% Other 4% Don t know / refused O11. Would you enroll in an all online university if the quality of education was comparable to traditional, in-classroom college program and the cost was half as much? % Yes 25% No NOTE: Due to rounding, Totals may not necessarily equal sums. 14

41 5. What is the highest level of education you have completed to date? 6% 3% Less than a High School Degree 21% 24% Graduated High School 4% 5% Technical, trade or vocational after High School 17% 26% Some college (did not graduate) 9% 11% 2 year associate degree 28% 26% College graduate 15% 5% Post graduate training / degree 48% 58% Non-College 52% 43% College + 6. [ONLY ASKED IF A STUDENT, NATL N=64, N=85] Which of the following best describes your current status as a student Are you in 15% 9% High School 8% 6% A technical, trade or vocational school 20% 21% A 2 year college 32% 38% A 4 year public college 15% 14% A 4 year private college 10% 12% Graduate / professional School 7. Among your family and close friends, would you say most have 2% 2% Less than a High School Degree 19% 26% A High School Degree 5% 4% Technical, trade or vocational training after High School 17% 18% Some college (did not graduate) 5% 7% A 2 year associate degree 38% 35% A College degree 12% 8% A graduate / professional degree 2% * Don t know / refuse 8. Which of the following best describes your current relationship status? Are you... 23% 53% Single and never married 51% 31% Married 5% 13% Not married but living together with a partner 12% 2% Separated or Divorced 7% * Widowed 1% * Don t know / refused NOTE: Due to rounding, Totals may not necessarily equal sums. 16

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